The total guarantee of the deal is $150 million, and $100 million was guaranteed on signing. Deals Money Gifts Travel . The NCAAs changing of NIL rules to allow student athletes to have an agent really affected Lee in a positive way. But above and beyond all that, its just a good story. Overall, Thompson sees Lee and her teammates' decision to attend college a win-win for both brands and the athletes. Theres almost always someone who emerges as the fresh new face of the Olympic Games, and it is almost always a female, Burton said. What a winner! So it'll be really exciting for me when I can just, like, go out and do stuff.". Whatever endorsements ultimately come through for Lee, at least this much seems clear in the wake of Thursdays gold medal in the all-around her earnings potential could dwarf even some of the biggest names in college sports. Sunisa Lee's Olympic Gold for Team USA Could Be Worth $1 Million Pressure of Being the Olympic Gold Medalist, How Is She Real: Olympic Champ Suni Lees Unbelievably Flawless Performance in product endorsements, or corporate entertainment. First published on October 13, 2021 / 2:46 PM. Montreal Vacation Packages & Travel Deals - Delta Air Lines Caeleb Dressel claimed five gold medals in swimming. I just didnt want to see myself fall back, she told Elle at the time. She will also rake in appearance and speaking fees for years to come, as she emerges as the Olympic movements next It Girl, a title he says American gymnasts have taken on after successful Summer Games since Retton won gold at the 1984 Olympics in Los Angeles. However, a key caveat of the new ruling is that non-Olympic sponsors cant mention the Games in their brand advertising, so as to maintain Olympic sponsor exclusivity. Lee will be represented by S&S CEO Britt St. George, COO Madison Lees and CMO Kaila McWilliams. She plans to compete at Auburn in the meantime, which also adds to her earning potential with the emerging name, image and likeness market at the college level. Sports business experts have told CBS MoneyWatch the wave of sponsorship deals are still in their infancy, but ultimately it could add up to spectacular income for at least some of the young athletes. If you look at the setup of the storythe greatest of all time bows out and she steps in, wins the gold, gives hopes and dreams to every little girl in Americashe represents hope and aspiration, and thats massively valuable. The agreement pays Allen, who was the No. 49 print issues delivered to your home or office. But beyond their competitive success, both Lee and Dressel fit the mold of what Delpy Neirotti calls the ideal Olympian, with brands naturally gravitating to athletes who demonstrate humility, graciousness and family values. All Rights Reserved. These top college athletes could grab the most money from NIL deals University of Central Florida sprinter Samieryah Bradwell signed a $10,000 deal with Sam's Club last month. Recent changes to name, image and likeness rules now allow Division I NCAA athletes to monetize their marketability. Lee, 18, landed her first gold medal Thursday after. "There's a pro league for gymnastics, it's just endorsements," Jeff Graba said. Winning medals were on her agenda as she won the gold medal for the all-around event and excited the gymnastics fraternity. Thats the premier event; you win that, youre the best gymnast in the world, Dorfman said. Back then, however, things were different. Whereas four years is a long time, for some reason, the three-year cycle seems a lot more doable and more commercially viable to keep them alive in the limelight.. Thats not to discount Michael Phelps and some of the other great athletes that have been a part of the Olympics, but I anticipate that she will become very visible and very popular. thrilling victory in the women's all-around, St. Paul gymnast Sunisa Lee wins all-around title, From Olympic goals to Olympic gold Sunisa Lee's journey, Hmong Minnesotans cheer Lee's Olympic journey, Sunisa Lee battles them all in Olympic quest, Lee leaps toward her Olympic dream and history. After Biles won the all-around gold medal in the 2016 Olympics one of four golds she took home that summer she reportedly earned more than $4 million in endorsement deals. Wenn Sie Ihre Auswahl anpassen mchten, klicken Sie auf Datenschutzeinstellungen verwalten. Award-winning original reporting, with in-depth profiles, timely research and expert opinions on the biggest issues and stories in sports business. Tokyo Olympics' Breakout Stars Suni Lee And Caeleb Dressel - Forbes [Lee is] now the new Americas sweetheart, Thompson added. In the list dominated by football players, Sunisa ranks tenth, with a market valuation of $1.5 million. The Americans have produced each of the past five Olympic champions. Even without additional gold medals in Tokyo, though, Dorfman believes Lees endorsement potential could rival what Biles made in the wake of the 2016 Olympics based solely off her performance in the all-around and the nature of the sport, with the athletes not hidden behind masks or headgear, making them more recognizable to consumers. The latest personnel hires and promotions, plus exclusive ratings and research from the sports industry. Hotel + Car/Transfers. Lee didnt flinch under the pressure, turning in the performance of a lifetime with a total score of 57.433 to hold of Brazils Rebeca Andrade for the gold. The material on this site may not be reproduced, distributed, transmitted, cached or otherwise used, except with the prior written permission of Leaders Group. 2 men found drugged after leaving NYC gay bars were killed, medical examiner says, College athletes profiting off of NCAA policy, College athletes take advantage of new NCAA policy, One way to fix Social Security? Sunisa Lee's father, John Lee, celebrates his daughter's Olympic gold as she is presented the medal on television at a watch party in Oakdale, Minn., Thursday. She needs the rest. Suni Lee and an epochal moment for the Hmong in America 2023 Leaders Group. (Its) probably bigger; bigger than that quarterback (Alabamas Bryce Young) who hasnt started a game and Im sure Nick Saban was kind of goosing that number just to get recruits, Dorfman said. https://www.sportsbusinessjournal.com/Journal/Issues/2021/08/16/Insiders/Labor-and-Agents.aspx. She hasn't ruled out trying to do both collegiate and elite gymnastics at the same time. She has been in contact already with Auburns compliance department, and Graba acknowledged that Lee will certainly need an agent to work with her on endorsement opportunities. Get browser notifications for breaking news, live events, and exclusive reporting. If the stars align. Awards, accolades, endorsement deals and sustained celebrity followed. Shes out of central casting. For Sunisa Suni Lee and Caeleb Dressel, two of the Tokyo Olympics breakout stars, the road to Paris 2024 is paved with riches. But her impending haul off the mat is actually worth much more. Her phone practically melted from her notifications on social media from random well-wishers to actress Reese Witherspoon. Maybe by then, things will have settled down a little. That number continued to grow as Biles brand and legend expanded. "My body just needs time to heal itself," she said. Lee signing with a large school like Auburn also gives her another four years of earning potential ahead of her with boundless opportunities to pitch products, make appearances, sign autographs or participate in one of the latest trends by commissioning NFTs of her gold-medal performance. Lees win in the all-around could be leveraged for as much as $10 million over the young athletes lifetime, Burton said. Her favorite dish is Pasta while she loves the Finding Nemo movie. 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Sports agent Blake Baratz on what Suni Lee's win means for her brand. Dressel, who grew up in Green Cove Springs, Florida, and swam at the University of Florida, found his way to the podium five years ago in Rio. After Biles won the all-around gold medal in the 2016 Olympics one of four golds she took home that summer she reportedly earned more than $4 million in endorsement deals. More than two decades of archival stories, profiles, research and data. Sunisa Lee, of the United States, performs on the floor during the artistic gymnastics women's all-around final at the 2020 Summer Olympics, Thursday, July 29, 2021, in Tokyo. Sunisa lee (@sunisalee_) November 15, 2022. Thats something that Auburn is prepared for. After Simone Biles won most of the events, she claimed first place in the uneven bars event. After shedding a few tears of joy at the conclusion of the all-around final while her family watched in celebration back home, Lee sought out the silver medalist, Brazils Rebeca Andrade, and congratulated her. Lets talk seven figures, said Bob Dorfman, the creative director at Baker Street Advertising and a sports marketing expert. At least 10 dead after winter storm slams South, Midwest, The Saturday Six: Dental device controversy, scientist's bug find and more, Indonesia fuel depot fire kills 18; more than a dozen missing, Biden had cancerous skin lesion removed last month, doctor says, Tom Sizemore, actor known for "Saving Private Ryan" and "Heat," dies at 61, Defense lawyers in Idaho killings case want gag order kept, Alex Murdaugh sentenced to life in prison for murders of wife and son. Shes a million dollar baby, Vince Thompson, founder and CEO of sports and marketing agency MELT, said in an interview. Brands that want to work with Lee in the immediate aftermath of Tokyo will pay a premium due to her demand, which means cash in her pocket and continued visibility that Burton said creates a sustainable revenue stream for Lees future. On3 NIL, which tracks college athletes' NIL deals, estimates Lee's market value of $1.5 million. He didnt waste the opportunity to showcase his talent this time around, setting either a world record or an Olympic record in all three of his individual events. - 1 day 8 hours ago, By Thus, her career is on an upward trajectory and is getting better every year. Theres almost always someone who emerges as the fresh new face of the Olympic Games, and it is almost always a female, Burton said. The slot was $4.547 million, and House ended up signing for $5 million. By clicking Sign Up, you agree to our Terms and Conditions and that you have read our Privacy Policy. Get our latest stories in the feed of your favorite networks. The new NIL rules are a game changer for Suni Lee and Auburn gymnastics. Furthermore, she won two more medals in Tokyo to the delight of most fans. But the catch is that you have to turn proor at least that used to be the case. Everyone had been expecting Simone to win, and [Lee] stepped up. 2023 Leaders Group. ICE Limitations. Huge Announcement on Her Gymnastics Career, Olympic Gold Medalist Suni Lee Makes An Upsetting Statement On Her Paris Team USA gymnast Sunisa Lee took home the gold medal in the women's all-around on Thursday, a victory that some marketers say could come with a seven-figure financial windfall for the 18-year-old. Burton also noted that as an Asian American athlete, Lee also embodies diversitya valuable attribute to marketers today. Burton throws Visa in the ring as well, noting that with only a three-year turnaround to the Paris Games in 2024, where Lee could again compete, shes an even more attractive partner for Olympic sponsors. In the past, the only option brands had to associate with college-bound Olympic gymnasts was to sponsor entire college athletic departmentsa move that often did not align strategically, Thompson suggests. There will likely be no shortage of possibilities for the charismatic Lee, the first Hmong American to win an Olympic medal. The run-up to the Olympics is a grind at the elite level. Its worth noting that had the Tokyo Games happened last summer as planned, that wouldnt have been the case. Lee could now potentially get a branded doll or clothing line, as long as it doesn't incorporate Auburn in the design. You may unsubscribe at any time. They both came at a perfect time, Delpy Neirotti says, adding, Its going to be advantageous for both of these stars in terms of commercial value., This is a BETA experience. Just ask Simone Biles, who, after her win in 2016, immediately struck deals with Kellogg's, Hershey's, Nike, and Visa. Lee instantly became one of the stars of these Summer Games. Speaking with NBC after winning gold in the 100-meter freestyle Wednesday, Dressel broke down in tears when the network videoconferenced his family into the broadcast. No outlets have reported a figure for Suni, but judging by her past and present medal wins, it is clear that she has a sizable income through her sport. Everyone had been expecting Simone to win, and [Lee] stepped up. It's been proclaimed the most exciting two minutes in sports. As everyone predicted, Sunisa Lee has become a big name in the endorsement deals in college sports. She is the holy grail of consumers, the target for nearly every marketer in America. . Lees team is seeking deals with brands that are authentic to Lee as a person. The U.S. Olympic and Paralympic Committee puts a $37,500 sticker on a gold medal, which Lee will take home alongside $22,500 for the silver she helped Team USA earn in the team event and any other prize money she may earn for making the podium in the individual events. When incoming freshmen are expected to report to their dorm rooms on The Plains on Aug. 11, Lee plans to be there. It hasnt really worked out as intended for the lower-profile athletes, says John Grady, a sports law professor at the University of South Carolina. Also, Lee and her teammates competing in college could join Biles in an ad for Athleta and profit from it as long as it doesn't violate the confines of the trademark of their respective colleges. There are classes to get to. The gymnasts will continue to have a presence on TV and streaming services through collegiate conference networks, staying relevant with the viewers and brands, Thompson says. What does that mean? With Lee still being a teenager, Dorfman could see sponsorships targeting younger demographics, like snack foods, pizza or fast-food restaurants. "So it's name image and likeness. Biography and booking information for Sunisa Lee, 2020 Olympic Women's Gymnastics Gold Medalist. Follow her on Twitter@SBJLizMullen. Nurse License Verification. [Lee is] now the new Americas sweetheart, Thompson added. 5 things to know about Sunisa Lee, America's new Olympic gold medal 1.7m Followers, 376 Following, 152 Posts - See Instagram photos and videos from Sunisa Lee (@sunisalee) sunisalee. Weitere Informationen ber die Verwendung Ihrer personenbezogenen Daten finden Sie in unserer Datenschutzerklrung und unserer Cookie-Richtlinie. Rule 40 is still a work in progress, according to Brant Feldman of American Group Management, which represents Olympic and Paralympic athletes for endorsement deals. Brands that want to work with Lee in the immediate aftermath of Tokyo will pay a premium due to her demand, which means cash in her pocket and continued visibility that Burton said creates a sustainable revenue stream for Lees future. She introduced herself to the world as one of the faces of USA gymnastics, right up there with all-time great Simone Biles, and in that moment as she glanced down at that hard-earned gold draped around her neck she also became the new face of the NIL era of college athletics. The St. Paul, Minn., native has committed to attend Auburn University. Lees NIL earnings potential was already high before her star turn Thursday in Tokyo. Olympic Gold Medalist @auburngymnastics teamsuni@smithsaint.com. (AP Photo/Gregory Bull)AP. The superstar gymnast now earns several million dollars a year off the mat from sponsors, including Athleta (after several years as a Nike athlete), Visa, United Airlines, Oreo and Core Power protein shakes. The 2020 Tokyo Olympics saw a new superstar being born in Suni Lee. Olympic hero Sunisa Lee banks off success thanks to NIL - On3 But he swam only in relay events and was very much overshadowed by his all-star teammates Michael Phelps, Ryan Held and Nathan Adrian. Suni opened up in May about how difficult it was to wait for the Olympics when it was postponed due to the coronavirus pandemic. He is only the fifth swimmer to win five golds at a single Olympics, joining a star-studded group that includes Michael Phelps and Mark Spitz. She's a favorite to add another medal to her gold in the all-around and team silver during the uneven bars final on Sunday. Khristopher J. Brooks is a reporter for CBS MoneyWatch covering business, consumer and financial stories that range from economic inequality and housing issues to bankruptcies and the business of sports. Were just preparing for anything, Graba said. Lee has racked up nearly double-digit NIL deals, including with high-profile companies like Amazon, Invisalign, Gatorade and Target. I dont think it was too challenging, especially when you look around the league and see most teams are still rewarding their top players, CAA Sports Patrick Collins told SBJ. Are you a print subscriber? Auburn's Sunisa Lee is at the top of her game in the gymnastics world, but that doesn't just go for performance.. A new ranking by On3 detailed the top 10 highest-paid women athletes by NIL in the college landscape, and Lee clocked in at No. And shell do so as one of the most marketable college athletes in the country. Tokyo Olympics 2020, Despite Winning Olympic Gold, Simone Biles Teammate Felt Happy After Being a Follow. Sunisa Lee gets a standing ovation as she arrives at Auburn University Posts. "So I feel like if I were to go pro, it would have to be like something like really good.. Its the most popular event. Both could see their annual endorsement earnings climb above $1 million in the next year, according to Forbes estimates, and it likely wont stop there. "It's a win-win.". According to the Auburn Tigers site, Suni has a management team in place to help her balance her endorsement deals and personal appearances with her commitments as a college athlete - although. Graba on gold medalist Suni Lee: 'One of the best athletes in the world Daily updates aggregating the stories and spin from more than 600 outlets across the globe. She helped lead Team USA to a silver medal in the team final earlier this week, stepping up after Biles withdrew following the first rotation due to a medical issue. Sunisa Lee says 2022-23 season will be her last one | The NIL Deal The value of Olympic gold: How a recipe of success, attention and Regardless of where her career continues, marketers expect sponsors to line up to work with Lee the way they did for Biles back in 2016. Burton also noted that as an Asian American athlete, Lee also embodies diversitya valuable attribute to marketers today. Its a dream scenario., Team USA Prepares for What Could Be Baseball's Last Shot at Summer Olympics, NBC Scrambles to Compensate Advertisers as Olympics Ratings Tank, In Court, Olympic Ticket Seller Calls Refund Lawsuit a 'Shakedown'. Compete in college or make millions in endorsements? Actually, Sunisa Gold medallist Sunisa Lee of the United States poses on the podium after winning the Women's Individual All-Around, July 29, 2021, in Tokyo. Churchill Downs has been home to some of the most incredible moments in sports history. * Please fill out the form below in order to receive your shareable link. The newly minted Olympic gymnastic champion's plans, however, have not. Lee, 18, landed her first gold medal Thursday after delivering a gutsy performance in the womens gymnastics all-around final, an event Simone Biles was favored to win before she withdrew, citing her mental health. Still, she pressed on, telling the New York Times in 2020, I am tougher because of it. In addition to her gold medal, Lee won silver in the team event and bronze on uneven bars at Tokyo 2020. Sports businessexperts have predictedthat individual college athletes could generate tens of thousands and even hundreds of thousands of dollars in sponsorships and endorsements during their school days. Suni Lee Net Worth: How the Olympic Gymnast Makes Money - Life & Style Fellow Two Time Olympic Gold Medalist. Burton throws Visa in the ring as well, noting that with only a three-year turnaround to the Paris Games in 2024, where Lee could again compete, shes an even more attractive partner for Olympic sponsors. According to reports, the DWTS contestants earn $125,000 in rehearsal and the first two weeks while the maximum they can earn is $295,000. Lee and Carey's teammates, including Simone Biles, who withdrew from the individual competition to focus on her mental health, were seen Thursday in the stands in Tokyo cheering on Lee and Carey. Not bad for someone whose slow recovery from a broken foot left her wanting to bail on trying to make it to Tokyo. Those days are over thanks to recently passed legislation that allows collegiate athletes to make money off their name, image and likeness. Fill out a booking request form for Sunisa " Suni" Lee, or give us a call at 866-218-5263 to discuss your event. Theres just lots of ways she can cash in right now.. This Olympic and Paralympic cycle also provided both athletes and brands with new marketing opportunities.